DCS Card Centre looks to blended experiences as it turns 50

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In celebration of turning 50, DCS Card Centre has partnered with Stellar Ace for a campaign on its latest offering WINK Hunt. According to Stellar Ace, WINK Hunt is an island-wide phygital game that allows consumers to scan QR codes strategically placed within MRT stations across Singapore and brings value and experiences to commuters.

As part of DCS Card Centre’s campaign, players need to look for WINK Hunt QR Codes “in” and “out” of MRT station gantries along the North-South, East-West and Circle Line Stations. After scanning, each player can get cards such as Digital SMRT Game Cards, Power Cards or Reward Cards that allow instant perks and promotions.

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"We are thrilled to be the Title Sponsor of the very first WINK Hunt as we celebrate DCS Card Centre's 50th anniversary,” said Karen Low, CEO of DCS Card Centre. Low added that in 1973, the company pioneered cashless payments in Singapore by issuing its first credit and charge cards.

“Today, we celebrate the same legacy of pioneering the next payment frontiers with a renewed commitment towards delivering integrated payment experiences through innovation and digitalisation,” she said.

In an interview with MARKETING-INTERACTIVE, Ceridwen Choo, managing director, of brand and marcom, DCS said the company is e always looking to forge meaningful partnerships within the industry that empower customers and provide them with solutions that reflect DCS Card Centre's commitment to innovation.

“Our overall marketing aspirations encompass a blend of innovation, customer-centricity, and a commitment to advancing the digital transformation of the payment industry, paving the way towards new frontiers, all while honouring our legacy,” Choo said.

Plans for 2024

Marketing plans for DCS Card Centre for 2024 are centred around several key areas of focus as it embarks on a transformation journey. Choo explained that the company is aiming to grow its digital presence and capabilities to provide seamless payment experiences to customers. DCS Card Centre also see significance in traditional channels to drive strong fundamental values true to DCS’s heritage.

“Understanding the importance of amalgamating traditional and digital approaches in our efforts to connect with our customers, we look at marketing from a holistic point of view,” Choo said.

Nonetheless, customer engagement and experience remain a top priority for the company, with a strong emphasis on creating meaningful interactions and delivering value. As such the company intends to forge strategic partnerships and collaborations with other industry players to foster mutual growth and offer enhanced benefits.

“With a robust pipeline of new products and services, we want our campaigns to exhibit a blend of creativity, technology, and interactivity to establish deeper connections with our audience,” Choo said. While these are initial outlines of DCS’ plans, specific details will be shared as the plans evolve throughout the year.

She added: “The implementation of WINK Hunt serves as a strategic initiative to commemorate our 50th anniversary and engage customers in an innovative way. This execution is rooted in a desire to blend physical and digital experiences, aligning with the trend of Phygital games and capitalising on the ubiquity of mobile technology.”

The campaign runs until 2 November 2023.

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